Effect of Greenery on the Perceived of Value and Customer Loyalty

Abstract

This research is useful for natural design in marketing, especially in the coffee shop area. Coffee shops serving well-maintained gardens, trendy fountains and entertainment are increasingly sought after by the public. Data were obtained from a sample of 700 respondents. Using AMOS 18.0, the following results are found, first the greenery design significantly influences the perception of utilitarian value, both greenery design significantly influence the perception of hedonic values, the three utilitarian values significantly influence loyalty and finally the hedonic value also significantly affects loyalty to coffee shop. Keywords- Greenery, Utilitarian Values, Hedonic Values and Loyalt